The Salt
of the Earth

To help elevate this specialist documentary from niche to breakout, I created a multi-faceted promotional campaign that pulled in a number of influential brands and organisations.

 

This took the shape of a photography competition on Instagram, culminating in a gallery exhibition and preview screening launch party at Curzon Bloomsbury. The winners were chosen by a professional photographer and prizes were provided by a number of photographic outlets. The activity helped make the film a must-see in the photographic world and cemented Curzon Bloomsbury as the #1 box office site.